The Impact of Marketing as an Entrepreneurial Element in Fragile States
Abstract
This chapter examines the role of marketing and branding as strategic tools of resilience for entrepreneurs operating in fragile states. Drawing on resilience theory, marketing scholarship, and nation branding literature, it argues that marketing transcends its traditional commercial function to become a socio-political practice that builds trust, signals legitimacy, and connects local firms to global markets. Case studies from Syria, Palestine, and sub-saharan Africa illustrate how entrepreneurs deploy marketing to navigate conflict, sanctions, and institutional weakness. Integrating insights from scholars and contemporary entrepreneurship research, the chapter highlights how branding can function as informal governance, a trust architecture, and a bridge to international solidarity and investment.
Fields of Study & Subjects
Peacebuilding and International Security
Political Conflict and Governance
Middle East and Rwanda Conflicts
Publication details
- Journal / source
- Entrepreneurial Resilience in Turbulent Globalized Economies
- Publisher
- IGI Global Scientific Publishing
- Pages
- 225–260
- Publication date
- 19 February 2026
- Language
- NG
- Document type
- Book chapter